Thatchers, the Somerset cider maker, is set to release its cider in a new 10x330ml can pack, marking a first for the company. This new offering will be available from 14th June on supermarket shelves and from the beginning of July for independent convenience retailers.
The commercial director at Thatchers, Jonathan Nixon, is optimistic about this packaging format, believing it will be well received by consumers. He believes that the new format will help maintain the interest of consumers in premium flavours.
“We know that the smaller 330ml can appeals to younger 18 to 30-year-old shoppers who often opt for fruit cider. And it’s this same demographic who value the provenance and sustainability that Thatchers is committed to. Our fruit flavours, with their premium positioning, have the potential to create a buzz that keeps consumers engaged with this exciting category.”
Thatchers’ Blood Orange cider is also available in 500ml bottles and 4x440ml cans. The company has invested significantly in its brands, including strong marketing campaigns, such as television and digital advertising. Thatchers will also be attending over 30 major festivals and events this summer, with an extensive sampling campaign.
Due to the success of the Blood Orange flavour, Thatchers has received numerous requests for a mid-pack format. The company has seen this format rapidly gaining momentum in the market, as seen with its Gold and Haze 10-packs.
Thatchers’ commitment to its brands and innovative packaging strategies demonstrates its continued commitment to meeting the needs of its consumers. With the new 10x330ml can pack joining its offering, Thatchers is set to continue to excite and engage younger audiences with its premium flavours.
